More Than Just a Sticker: The Semiotic Analysis and Religious Dimensions of Indonesian Halal Labels

Abstract

This study is to explore and analyse the semiotic meanings and religious dimensions embedded within Indonesian halal labels. This study employs a library research method. The semiotic interpretation of the halal logo using Roland Barthes’ model reveals the deeper cultural, religious, and ideological meanings behind its visual elements. This involves analyzing the signifier, signified, symbolic meaning, and cultural code embedded in its visual elements. More than just a regulatory mark, the halal logo serves as a powerful symbol that conveys spiritual and social significance to both Muslim and non-Muslim audiences. Even when presented as a small sticker, the halal label still functions as a meaningful signifier—it becomes a portable emblem of Islamic values, purity, and legitimacy that consumers actively seek and trust in various commercial settings. The semiotic analysis aims to uncover the deeper religious, cultural, and symbolic dimensions behind the visual elements of the halal logo. The signifiers—such as Arabic calligraphy, gunungan (mountain-like shapes) inspired by wayang, the use of purple color, and geometric balance—reflect Islamic values and national cultural identity. These elements convey signified meanings like religious legitimacy, spiritual dignity, and consumer trust. Together, they create a symbolic system representing purity, faith, and ethical consumption. The logo also reflects broader cultural codes, including Islamic law, national pride, consumer protection, and branding strategy, making it a powerful tool of communication. Moreover, halal labels hold strong religious significance—they guide Muslim consumers toward sharia-compliant products, support moral values, and act as instruments of religious identity and da’wah in everyday life and global markets. Understanding the semiotic and religious dimensions of halal labels is crucial because they not only inform purchasing decisions but also reflect deeper beliefs and cultural narratives embedded in modern society. Besides, the religious dimensions of Indonesian halal labels reflect deep-rooted Islamic values that extend beyond product certification. They ensure sharia compliance, foster consumer trust, and promote spiritual and ethical consumption. Halal labels serve as religious symbols that guide behavior, reinforce Muslim identity, and act as tools of governance and da’wah. Seen as a form of worship, halal consumption nurtures moral discipline and communal protection. These labels offer spiritual reassurance, symbolize divine blessing (barakah), and strengthen religious legitimacy. As identity markers, they help Islamize public spaces and encourage both Muslim solidarity and interfaith engagement. Ultimately, halal labels connect faith with modern commerce and support the spread of a halal lifestyle in global and local contexts.